Whole Foods' crowded world

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Klotz says gamely that Whole Foods is ultimately energized by the local competition. "It really gives us a larger customer base," she says. "We are proud of what we do." She says Whole Foods is responding to concerns about rising food prices by "value messaging, by calling out items with excellent price points-like our 365 private label, which you'll see a lot more of at this new store."